Objectives:
1- introduction
2- Evolution of Marketing
3- CX Definition
4- Why is CX important for your business
5- The benefits of delivering a great CX
6- What is a good CX
7- The difference between CX & CS
8- The CX Cycle
9- Ways to Communicate your Customer
10- Measuring CX
11- Analyzing CX
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Discover Drew Diskin's 5-Ps of CX in this informative framework for understanding and leveraging the customer experience to market and build excellent brands. This presentation was originally shared with Bryant University students, alumni and faculty worldwide.
Great CX requires a customer-centric mindset... and a lot of careful work. This guide is your introduction to the basics: why CX is important, how to improve it through customer feedback and surveys, plus tips from 100+ CX experts and a report with plenty of CX trends and stats—so you have everything you need to start delivering an exceptional experience for your customers.
What is customer experience and why is shaping brands of today? How can you transform your business' customer experience strategy? Learn best practices for attracting new customers and encouraging customer loyalty.
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New Approach to Customer Experience Management CX Pilots
There are ways to lower risk, cost and speed of effectiveness in raising the Customer Experience bar in your organization. This is a focus on developing quick wins to get better #custexp outcomes in shorter time frames.
This deck consists of total of thirty four slides. It has PPT slides highlighting important topics of Customer Journey Powerpoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation.
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Top business and process challenges for customer experience programs
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Importance of Self Service in better customer experience
Objectives for Customer Experience Management (CEM)
Comparing Traditional Customer Service vs. Next Gen Proactive Support
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„Customer Visit Management System®” is a revolutionary approach that focuses on all aspects of the customer visit and is tightly integrated with your processes and systems.
New Approach to Customer Experience Management CX Pilots
There are ways to lower risk, cost and speed of effectiveness in raising the Customer Experience bar in your organization. This is a focus on developing quick wins to get better #custexp outcomes in shorter time frames.
This deck consists of total of thirty four slides. It has PPT slides highlighting important topics of Customer Journey Powerpoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation.
Value Creation and Customer Experience Management in Mobile VAS for an Enhanc...Ali Saghaeian
Some of the topics covered in this slide deck:
Mapping the Customer Experience and creating Value
Customer experience as an ecosystem play
Top business and process challenges for customer experience programs
Deepen engagement over the lifecycle of the customer
Importance of Self Service in better customer experience
Objectives for Customer Experience Management (CEM)
Comparing Traditional Customer Service vs. Next Gen Proactive Support
Customer experience management builds both on well-known and new elements. The ‘customer expectations – company promises’ gap is already established. Yet, expectations have to be addressed along the total customer journey. Experience design is rather new, although partially related to user design and service design. Correctly capturing customer experience (methodologies, metrics, mapping) needs further exploration.
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This presentations shows you how you can create a customer centric culture into your organisation. All techniques presented here are proven to work in organisations all over the world. Do not hesitate to contact me for a discussion on how to implement it in your organisation.
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- Devising strategies to implement best practice customer communication frameworks
- Rethinking your CX strategy around unifying the customer experience
- Eliminating noise, irrelevant or undelivered comms
- Leveraging technology in new ways that can evolve customer communication dynamics
- Rebuilding customer loyalty with hyper-personalisation and enabling next best experience
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At the end of this section candidates should be able to:
• Describe customer service.
• Explain why customer service is important to the
success of every organisation.
• Identify who their customers are.
• Identify the drawbacks of poor customer service.
• Explain how to promote good service.
• Demonstrate an understanding of customer
service needs and expectations.
Indicative content
1.1 Outline knowledge of basic principles - maintaining
good customer service at all times; treating all
customers with respect; identifying and meeting
customer needs; providing the service expected by
the company.
1.2 Understanding why customer service is important to
the company and to you – it helps to make the
organisation successful, generates repeat business,
assists profit and growth.
1.3 Identifying external and internal customers and their
importance to the organisation.
1.4 Appreciate the drawbacks of not serving internal and
external customers effectively, e.g. poor reputation,
loss of business, loss of profit, loss of jobs.
Customer service principles is a necessary module for every studentfento2011
Customer service is very important to an organisation regardless of the nature of the business they are in. Superior customer service will guarantee continued business through repeat purchases as well as references by satisfied customers. Many organisations offer similar products and differentiation will only be possible by varying service levels against competitors. Good customer service builds from understanding the customer, communicating effectively at different situations and be able to sell the organisation’s product effectively and efficiently. Skills for good customer service are built in this module and the role of quality assurance and employee resourcing for customer service is explored.
Aims and Objectives of this Module
This module enables students to gain understanding on how superior customer service contributes to the overall performance organisations. On successfully completing this module, the learners will be able to:
• Understand the importance of customer service to the overall marketing effort of an organisation.
• Know the service skills required to meet the requirements of the customers’ needs
• Understand the need for setting quality standards for customer service level.
• Explain the effect of employee resourcing to service provision.
• Understand how organisations vary customer service to match individual needs
The above objectives will be addressed by the LOs. targeting the following skills below:
• Knowledge and Understanding
• Intellectual Skills
• Professional Skills
• General and transferable Skills
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https://youtu.be/alh6O6Q_9sc
video 02
https://youtu.be/b2UwGeOTEX0
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2. objectives
1 • introduction
2 • Evolution of Marketing
3 • CX Definition
4 • Why is CX important for your business
5 • The benefits of delivering a great CX
6 • What is a good CX
7 • The difference between CX & CS
8 • The CX Cycle
9 • Ways to Communicate your Customer
10 • Measuring CX
11 • Analyzing CX
2
4. 2- Evolution of Marketing
Product / Production -orientation Stage
“make all you can.”
All that is made can be sold.
The production conceptholds that consumers will prefer products that
are widely available and inexpensive.
late 1800s and early 1930s.
“The American public can have any color car
it wants so long as it’sblack.” Henry Ford
4
5. 2- Evolution of Marketing
Sales-orientation Stage
“sell all you make.
Supply frequently exceeds demand.
Focus is on promotionand pricing;
objective is to sell all the inventory.
Between early 1930s and 1950s.
5
6. 2- Evolution of Marketing
Market-orientation Stage
“make what you can sell.”
Variety in markets, variety in products.
Employs full marketingmix.
Focus is on customer needs and
satisfaction.
6
7. 3- CX Definition
CX is your customers’ holistic
perception of their
experience with your
business or brand
CX is the result of very
interaction a customer has
with your business
Navigating
the website
Talking to
customer
service
Receiving
the product
/ service
Great customer experience
is your key to success
7
8. 4- Why is CX important for your business
The better experience
customers have
The more repeat customer
Positive reviews you will
receive
Reducing the friction of customer
complaints and returns
8
9. 5- The benefits of delivering a great CX
Increased customer loyalty
Increased customer satisfaction
Better word-of-mouth marketing
Increased positive reviews
Increased recommendations
9
1
2
3
4
5
10. 6- What is a good CX
Good CX can be achieved if you:
Listing to your customer
Use customer feedback
Analyze the feedback regularly
Reduce friction and solve your
customers’ specific problem
10
11. 7- The difference between CX & CS 11
CS
One part of CX
Refers to specific touch point within
the experience where a customer
request and receive help
e.g.
• Calling an operator to request ----
• Interacting via email
CX
Larger than CS
Includes every touch-point a customer
ever has with your company
e.g.
•First hear about you
•Appears in search in Google
•Time the customercalls yourCS team
12. Bad CX is primarily caused by:
Long wait times
Employees who do not understand customer needs
Unresolved issues/questions
Too much automation/not enough of a human touch
Service that is not personalized
Rude/angry employees
12
13. Why you should use customer feedback
as part of your CX strategy?
Customer Feedback:
is information you collect from
your customers about their
experience with your product,
service, website or business as a
whole.
13
14. 14
Improve CX
Target
If is not measured & analyzed:
Missing out on the opportunity to use it
to improveCX
Problem
by
Increasing +ve
touch points
Removing or
reducing areas
of friction
15. 8- The CX Cycle 15
Engage
Test
CheckBuy
Use
Support
Everycustomer Involved
May occur with:
• Website
• Direct marketing material
• Media adv.
• Internet search result
Initial contact
• Depending on the product/service
• Critical prerequisite for moving to
next step
• Deeper exploration
• Cust. Trying to validateto buy
• Payment is completed
• Logistic process (may occur)
• This process does impact the overall
experience of the cust.
• Easiest & most expected
(cust/company)
• Initial interaction with the new
product/service
• This phase will influence the
engagement of the support
phase
• Ensure that the cust. get help in shortest
time
• Interaction with cust. support team,
knowledge base, internet, ….
• ActiveSupport: live conversation or chat
• Passive Support: listening to a podcast or
watching video
16. CX Models 16
Successful organization have ensured that all stages of
their CX cycle have clear alignment to their CX strategy.
A clear model for guiding CX is important
The main goal is to allow customers to realize their
expectations throughout the different phases.
17. CX Quality Framework & CX Cycle 17
CX Quality Framework
CultureSystemsPeopleProcess
CXCycle
Privacy policy3rd
party website
Contact center
Phone system
Marketing
Channel partners
Direct marketing
Customer
communications
Engage
Privacy policyCo. website
Internet search engine
Social media
Contact center – phone sys
Sales team
Channel partners
CS
Sales Appointment
Trial registration
Test
Privacy policy
Point of Sale
guidelines
Co. website
3rd part sites – PayPal, etc.
Logistics tracking
Sales clerk
CS
Logistic team
Channel partners
Transaction
Product delivery
Buy
Privacy policy
End-user license
agreement (EULA)
Co. website
Learning sys
Social media
Technicians
Trainers
CS
Channel partners
Product set-up
Learning
Use
Voice of customer
program
Warranty Policies
Co. website
3rd
party sites – YouTube
Contact center – phone
system
Technical support
CS
Training team
Channel partners
Product support
Product return
Support
18. CX Measurements 18
CX MeasurementKey Customer Moments
Customer Effort Score (CES)website – complete info – clear,
simple “take action” processEngage
CXCycle
Customer Effort Score (CES)Trial – open to try product before
purchaseTest
Net Promoter Score (NPS)
Customer Experience Index (CXi)
Payment – secure and easy
Buy
Net Promoter Score (NPS)
Customer Satisfaction Score (CSat)
Out of box experience – easy and
works first timeUse
Customer Experience Index (CXi)
Customer Satisfaction Score (CSat)
CS interaction – gettingto quick
resolutionSupport
19. Building CX Strategy into the CX Cycle
Based on cust. satisfaction and
building a long-term relationship
with the cust.
For service-based products, this
phase is an important and
depends on the quality, which
may make the image of a
company in the minds of their
customers.
3- Post-transaction Phase
CS in this phase is
associated with
routine tasks
These phase need
coordination for entire
system to deliver
service/product to the
cust. per desired
standard
2- Transaction Phase
Defining the service level
and related activities
Non-routine activities
Help to mold the
organization toward cut.
orientation and in turn
influence the perception
of the firm in the mind of
customer
1- Pre-transaction Phase
19
20. Building CX Strategy into the CX Cycle 20
3- Post-transaction Phase2- Transaction Phase1- Pre-transaction Phase
a- Order status information
• In e-commerce, continuous feedback
is required during the shipment
b- Cust. complaints, claims and
returns
• The manufacturernormally evolves a
product return policy
c- Product installation,
commissioning and technical snags
• The aftersales department involvedin
this phase.
d- Cust. education and training
Complex product requires training
• Product manual
• Workshops
• Demonstrations
a- Order fulfillment reliability
• Reliability is to fulfill the order within
the agreed time and respect to the
quantity andquality.
b- Delivery consistency
• The consistency of delivery of
repeat orders.
• The problem in this phase may
needsystem improvement.
c- Order convenience
• Paperwork required by the supplier
• Complex payment terms
• Poorcommunication network
d- Order postponement
e- Product substitute
a- CS policy statement in
written form
• This will indicate the service
standards of the firm
• Performancemeasure,
evaluation method, reporting
structure andreward structure
will be evolved
b- Organization building
• The firm should formalize the
porting structure, delegate
authority andallocate
responsibility.
c- Structuring the service
• Depends on cust. expectation,
industry standard, and the
service standardthe firm would
like to keep.
21. 9- Ways to Communicate your Customer
Customer
In-Person
Email
Phone
Video
Presents
21
• Oldest medium
• Speaking to the cust. directly and
looking them in the eyes
• Read the customers’ body language
• These interactions eliminate any
misunderstanding that can arise in
other forms of communication.
• Cust. are increasingly consuming
information via videoon YouTube
• The informal video often works
better than the more polished
version
• the most overlooked ways to
trigger positive customer
emotions
• the best presents are meaningful
and personalized
• The primary medium businesses
use to interact with customers
• Inexpensive& easy to track
• Very few people are checking
their email! But they are feel that
this way is personalized and
purposeful
• “Reach out and touch someone” &
“in person”
• 91% of people keep their phone less
than three feet away from their body
at all time.
• 90 min to respond to an email
• 90 sec to respond a text message
22. Getting start your CX strategy
CX (begin)
Identified the
key touch
points in their
journey
Identified
your ideal
customers
Collected
customer
feedback
and insights
22
• Who would get the most value
from your product/service
• They are the backbone of your
customer base
• To find them:
Lunching a simple on-page
survey and ask your website
visitors (who they are, what
they do, how use your
product)
There are certain touchpoints are
important even if your customer do not
mention
• Point of sale
• New customer onboarding
• Lost deals
• Customer renewals
• Customer cancellations
• 1st time website visits
• Product returns
• Closed support tickets (20 min after)
• To collect feedback:
Run customer experience
surveys
Explore your web analytics
data
Hiring mystery shoppers
23. 10- Measuring CX
CX survey:
• Is a questionnaire designed to help a
business capture customers’ thoughts
and feelings about its brand, products,
or service.
• Help you gather data at specific touch
points.
• Will help you improve the experience for
both your current and future customers.
23
24. Lunching a CX survey in 4 steps 24
Determine
what you want
to study
Pick the right
survey
Decide which
types of
questions to
ask
Build and send
your survey
25. Step1: Determine what you want to study 25
Pick one touch point you want to study
Pre-sale
•Information is
enough to make a
purchase?
•Is anything stopping
them to take a
decision?
Post-sale
•Are they happy
with the product?
•Ordering process
was easy?
•Wouldthey change
something?
•Wouldthey
recommend you to
a friend?
Following a
support call
•Did you solve their
problem?
•How easy was it to
find a solution?
•How does that
affect their opinion
of your
product/service?
Downgrading,
canceling or
returning an
item
•Are they unhappy
with the
product/service?
•If so, why?
26. Step2: Pick the right survey 26
Five of the most effective surveys you can get
Customer
satisfaction
(CSAT) score
Simple questions (yes/no& sad/happy face)
Tracking CSAT is very useful, as a sudden drop
can quickly alert you to check
Net Promoter
Score (NPS)
Asks how likely someoneis, on scale of 0-10
It allows you to ask “why” follow up questions.
NPS is the strongest predictorof a company’s future
growth.
Customer Effort
Score (CES)
Measure the effort it takes for cust. to do things
like fixing a problem or using the product.
Point-of-conversion
survey
Is sent out aftercustomers reach a very specific milestone
and complete apurchase on yoursite.
Buying experiencescale (1 “hate it” – 5 “lovedit”
Retention Survey
Investigates why customers are canceling a
service or returning an item
Investigatethe main reasons people decidedto
leave yourcompany or product
1
2
3
4
5
27. The Most Effective Surveys You Can Get for CX
How to Use
Survey Where to askWhen to use itWho to ask
on-page survey or
via email
following any website
interaction you want to
evaluate
anyone
Customer satisfaction
(CSAT) score
can send viaemailwaituntil customers use
your product/service
payingcustomers
(had some time with
your product)
Net Promoter Score
(NPS)
on page survey or
via email
20-30 min after a support
call
customer attempting
to achieve a goal on
your website
Customer Effort Score
(CES)
on-page surveyimmediately following the
sale
customersPoint-of-conversion
survey
on-page surveyduring the cancelation or
return process
clients who are
canceling
service/return an item
Retention Survey
27
28. Step3: Decide which types of questions to ask 28
Questions does not chosen at random
Each type of questions serves a specific purpose and has advantages & disadvantages
Open-ended questions
Multiple-choice questions
Rating scale questions (ordinal questions)
Binary scale questions
Nominal questions
Likert scale questions
Semantic differential questions
1
2
3
4
5
6
7
29. 29• Offer a range of answers that
correspond to a numeric scale
• e.g. a scale of 1-5
(1: not easy at all, 5: very easy)
• Two possibilities (yes/no or happy face/sad face)
• Less ambiguous than a rating scale
• Specify separate categories for answers
• Answers don’t overlap unless there is an “all of the
above”option.
• No numeric valuein answer
• 5 or 7 point scale used to evaluatecustomer
sentiment (1: extreme +ve,7: opposite extreme and
4 indicates a more moderate view)
• Like Likert scale questions (use 5 or 7 point scale)
• Do not ask agree or disagree as in Likert (ask to
choose the point that best describes their position)
Ratingscale
(ordinal)
Binary scale
Nominal
Likert scale
Semantic
differential
• Customers can write
anything they want
• The data is more
challenging to
analyze
• Limited no of
possible answers
• Easy to analyze
Questions
Types
MCQ
Open-ended
30. Step4: Build and send your survey 30
Regardless of your tool of choice, always keep the following three tips in mind:
Three
Tips
1- Start
small
2- Pick an
ideal time to
distribute your
survey
3- Evaluate
your data
Do not set up all surveys at once
• Start small
• See how it goes
• If certain questions do not work
(replace/remove them)
• Learn from your mistakes & improve
with the next round
• 20-30 min after the interaction,
which givesthe customer
enough time to check the
service/product
• When your sample size is large
enough
• Use a sample size calculator to
figure out how many data points
you need to achievestatistical
significance
31. 11- Analyzing CX
• Once all the data points are in
your hand, it is important to
address:
Micro-level (individual complaint)
• Issue from an employee (needtraining)
• Issue form company policy (managercan
explain/explore otheralternatives)
Macro-level (company process,
policies, product issue, …)
• Take a look at the big picture and identify
where in the customerjourney, the largest
complaints occurfrom yourideal customers
31
32. 11- Analyzing CX
• 2 factors to keep improvement:
32
How serious is the issue? Does it
keep people from converting?
Or is it a minor annoyance?
How common is the
experience? Does it affect
4% of your users? Or 40%?
Serious Problems:
• Changingcompany polices
• Trainingstaff
• Redesigningcompany website
• Rethinking about the processes
33. 11- Analyzing CX 33
• Regular CX analysis is vital because it tells
you whether your effort are paying off.
• If you notice a downward trend, you have
got to look deeper and identify the root
cause.